They started UNTUCKit because they realized there were literally millions of men who struggled to find button down shirts that looked good untucked. Most shirts are too long, too bulky or (cringe) square bottom. UNTUCKit marketed exclusively for men who wear their shirts untucked. They would design the perfect shirt for the untucked man; scientifically and stylistically designed to look better. And so that’s what they've done.